mayo clinic social media network - winning facebook strategies by mari smith
TRANSCRIPT
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WINNING FACEBOOK STRATEGIES5 Powerful Ways To Leverage Your Results & ROI
by Mari SmithPremier Facebook Marketing Expert
presents
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2@MariSmith @MayoClinic | #MCSMN
Mari’s Emoji bio!
• “Queen of Facebook”
• Hired by Facebook
• Globetrotting speaker
• Brand Ambassador
• Care deeply abut my peeps
• Overnight success, 10 years in the making
• Funny accent
Mari Smith
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3@MariSmith @MayoClinic | #MCSMN
Agenda
1. Facebook News Feed vs. Messenger
2. Content – what’s working?
3. Conversion – how to optimize ROI
4. Facebook & Instagram ad tips
5. Future of Facebook
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4@MariSmith @MayoClinic | #MCSMN
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It’s time to RETHINK…everything
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5@MariSmith @MayoClinic | #MCSMN
Facebook is ‘running out’ of ad inventory
It’s getting more competitive to ‘cut through’
Is it about amassing likes?
Is it about getting exposure in the News Feed?
Is it about optimizing reach? (paid & organic)
WHAT IF it’s about the PEOPLE?!
1. The News Feed & Algorithms
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6@MariSmith @MayoClinic | #MCSMN
Conversational commerce
Messenger
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7@MariSmith @MayoClinic | #MCSMN
Messenger Bots
Generate leads
Nurture relationships
Build trust
Make sales!
Customer support
Special offers
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8@MariSmith @MayoClinic | #MCSMN
Your new toll-free number
@marismith
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11@MariSmith @MayoClinic | #MCSMN
1. Video!
VOD
Live
Watch: new dedicated video feed
2. Signature content, evergreen
3. Amplification program
4. Custom audiences & retargeting
5. Relationship marketing
Stellar social customer care
2. Content – What’s Working?
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12@MariSmith @MayoClinic | #MCSMN
Facebook TV
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13@MariSmith @MayoClinic | #MCSMN
All mobile, all video
• At Fortune’s Most Powerful Women
International Summit in London in June
2016…
• Nicola Mendelsohn, Facebook VP for
EMEA, stated:
• Facebook “will be definitely mobile” in
five years
• …and predicted that it “will be probably
all video,” too.
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14@MariSmith @MayoClinic | #MCSMN
Video Posts
“Video is largely underutilized on Facebook.” ~Buffer
Video gets 3x engagement
BUT, of 7 posts/wk:
80% links
19% photos
<1% videos
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15@MariSmith @MayoClinic | #MCSMN
Top video topics
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16@MariSmith @MayoClinic | #MCSMN
Brands that fail to incorporate visuals and videos will be left by the wayside. ~Forbes
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Most Facebook Posts &
Ads
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18@MariSmith @MayoClinic | #MCSMN
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19@MariSmith @MayoClinic | #MCSMN
Great Video (Ads):
Quality from the first frame
Authentic
High energy, entertaining
Evoke emotion
Personal, relatable
Useful
Designed for sound offAdd lower third highlights
Add captions (SRT file)
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20@MariSmith @MayoClinic | #MCSMNLumyer
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21@MariSmith @MayoClinic | #MCSMN
THUMB-stopping!!!!
Craft for MAXIMUM SHARES
“OMG, I must share this! Now!”
Ideally:
Educational
Inspirational
Entertaining
Mari’s #1 Content Creation Tip
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22@MariSmith @MayoClinic | #MCSMN
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© 2016 Mari Smith International, Inc.
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23@MariSmith @MayoClinic | #MCSMN
Instagram user growth:
+100M every 9 months
500M to 600M = 6 months
600M to 700M = 4 months
Instagram is Facebook’s next Facebook
WhatsApp is next up for monetization…
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24@MariSmith @MayoClinic | #MCSMN
Create a strategic promotion plan
Start with THUMB-STOPPING content!!
Ideally, evergreen when possible
Include a compelling CTA with URL
Build some organic reach (1-24hrs)
Allocate budget in batches
Optimize ROI with the “Mari Method”
3. Conversion: How To Optimize ROI
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25@MariSmith @MayoClinic | #MCSMN
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26@MariSmith @MayoClinic | #MCSMN
It’s Hip to be SQUARE
Square performs better on Facebook &Instagram
Square gets +28% more video views than landscape
Square takes up 78% more screen space than landscape
Square videos have a +67% higher view completion rate
People gaze 5X longer at video than at static content on FB& IG.
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27@MariSmith @MayoClinic | #MCSMN
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28@MariSmith @MayoClinic | #MCSMN
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29@MariSmith @MayoClinic | #MCSMN
The Jane Goodall Institute ran an A/B test
Landscape vs. Square Test
Square: $50
183 conversions
8,785 views
527 reactions
160 shares
Landscape: $50
104 conversions
4,481 views
338 reactions
67 shares
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30@MariSmith @MayoClinic | #MCSMN
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“Content is King…but Engagement is Queen and she rules the house.”
Mari Smith
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32@MariSmith @MayoClinic | #MCSMN
Facebook Desktop
Apps:
BeLive.tv
Zoom
BlueJeans
Wirecast
eCamm Live
Facebook Live
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33@MariSmith @MayoClinic | #MCSMN
Move away from the Boost button
Only 10% of total ad budget
#1 objective = to DRIVE BUSINESS
Video ads6-15 seconds
Optimized for mobile – square or portrait
Carousel
Canvas - immersive
Lead Ads
4. Facebook & Instagram ad tips
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34@MariSmith @MayoClinic | #MCSMN
Granular Targeting
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35@MariSmith @MayoClinic | #MCSMN
Custom Audiences
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36@MariSmith @MayoClinic | #MCSMN
Digital television – streaming video
3-30 minute episodes
Messenger chat bots
Immersive, experiential – 360, VR, AR
Plus, ‘Secret Building 8’
Cameras, Augmented Reality, ‘Devices that fly,’ Brain scanning technology
5. The Future of Facebook…
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39@MariSmith @MayoClinic | #MCSMN
VR/AR headsets will look like Ray-Bans
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40@MariSmith @MayoClinic | #MCSMN
“Technology may be moving at warp speed. But, fundamentally, human beings have not changed all that much.”
Mari Smith
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BRANDS MARI SMITH WORKS
WITH include…
AAA
Acuity Insurance
Adobe
Allstate
Animoto
Arbonne
Beachbody
Bloomberg
Buffer
BuzzSumo
Cision
Cisco
Hootsuite
HubSpot
Infusionsoft
Kevin Murphy Hair
LS Retail
Marketo
Microsoft
NAMM
Nu Skin
PNC Bank
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42@MariSmith @MayoClinic | #MCSMN
Summary
1. Embrace MESSENGERMessenger ads, Chat bot?
2. Focus on VIDEO contentInclude video ads, square video & video views retargeting
3. Conversion Create thumb-stopping content, videoInclude Facebook Live, allocate ad budget in batches
4. Amplify with Facebook & Instagram adsUse Custom Audiences
5. Future of FacebookEmbrace digital TV!
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43@MariSmith @MayoClinic | #MCSMN
Q&A
Facebook: @marismithTwitter: @marismith Instagram: @mari_smithLinkedIn: marismithWeb: marismith.com
Connect with Mari:
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Cheers!